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Wednesday, October 01, 2014

THE BENROMACH DISTILLERY LAUNCHES NEW 100° PROOF SINGLE MALT WHISKY

The Benromach Distillery Company Ltd has this week launched a
new single malt whisky. Benromach 100° Proof (57% ABV) named in homage to the
old Imperial measure which followed a tradition established when sceptical
sailors, who wanted to ensure their rum rations had not been watered down,
mixed spirit with gunpowder. If the mixture ignited, its strength was “proved”.

The new whisky joins a stable of expressions led by the brands flagship 10 Year Old expression. The Benromach 100° Proof will also adopt the same new look as the 10 Year Old, which was unveiled in April this year.

The new packaging, developed in conjunction with branding
agency Stuff Creative, emphasises the handcrafted credentials of the whisky, made
using the finest natural ingredients by just three distillers at the Forres
distillery.

The Benromach Distillery Company Ltd, which is owned by
single malt specialist Gordon & MacPhail, has also revealed new packaging
in the same style for its Benromach Organic and Benromach Peat Smoke
expressions.

Commenting on the new release, Michael Urquhart, Managing
Director of Gordon & MacPhail, said: “We are custodians of the
time-honoured crafts of distillation and maturation and we enjoy experimenting
to present different styles of Benromach for consumers to enjoy. The 100° Proof
will have a strong appeal and exemplify the versatility of what is a
contemporary and sophisticated Benromach brand.”

The Benromach Distillery was established in 1898 and changed
hands many times. It was bought by Gordon & MacPhail in 1993 and re-opened by
HRH Prince Charles in 1998. Since then, sales of Benromach have grown rapidly.
Last year they increased by 29% and the whisky is now exported to 30 countries
around the world.

Last month the company opened two new dunnage warehouses as
it expands to meet growing demand. It also recently recruited a third
distiller.Source: The Benromach Distillery Company Ltd